Social communication: a potent force for change.
Suhail R. Lone · PubMed · 1983
Some of the strongest challenges to established communication structures emerge from the development arena. 1 element of the challenges comes from those working to place communication between deprived communities and those providing them expertise at the center of development planning. Communication specialists maintain that human communication is the pivot on which balances the success or failure of the whole process of development as well as individual programs. Yet, the vast majority of development programs are conceived and executed without a serious communication component. Communication personnel are irritated by the approach of planning first, and communicating only after a failure. As more and more after the fact appeals are heard, it is becoming clearer to planners that communication is more than another hardware component consisting of posters, radio messages, and so on, but a central and decisive factor of any program. The attempt to raise communications to a more appropriate place in the development context has been aided greatly by recent evidence of its impact. Among those who must be classified as successful in fully investigating their target group and understanding how to communicate with them are the commercial manufacturers. Their advertising campaigns have revolutionized consumption habits and lifestyles across the world. An increasing number of voices, recognizing the impact of commercial advertising, are advocating that their techniques be adopted in the promotion of social development. Richard Manoff is one experienced advertising man who has used his commercial skills to promote developmental messages. He maintains that there is no idea that cannot be promoted as are commercial products. Changes in communication strategies will not by themselves eliminate the most fundamental problem facing humanity, i.e., the eradication of poverty, but they can contribute to that goal. A comprehensive communication strategy can help awaken people to release their energies in the service of development.